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    題名: 廣播電視上規避法律廣告之探討－以菸害防制法之規範為例
    Evasive Advertisements on Television and Radio: A Case Study on the Tobacco Hazards Control Law
    作者: 林承宇
    Lin, Cheng-Yu
    貢獻者: 新聞學研究
    關鍵詞: 廣告;脫法行為;規避法律;菸品廣告;廣播電視;菸害防制法
    advertisement;TV and radio;evasive act;evasive advertisement;tobacco products;derivative products;Tobacco Hazards Control Law
    日期: 2002-07
    上傳時間: 2019-06-26 13:47:25 (UTC+8)
    摘要: 本研究從具體廣告內容出發，以MILD SEVEN TIMES與DAVIDOFF COFFEE二支電視廣告為例，探討其是否與現行菸害防制法第九條第一項規定相悖。研究結果顯示， MILD SEVEN手錶與DAVIDOFF咖啡電視廣告內容與本身菸品品牌具有高度關聯性；同時，歷年來所花費之廣告成本與廣告商品（手錶、咖啡）進口數量相較下，非但無利可圖，虧本額度之大，極不符合常理，而今上述廣告仍以巨額成本在電視上大作廣告。本研究提出此類以延伸性產品作為規避相關法律規定之廣告，表面上雖未違法，然與法學上「脫法行為」法理相似－亦即菸商以此等手法運用廣電媒體以規避菸害防制法所規範之廣告內容。最後，本研究回歸法律層面探討，並提出解決此問題之可行方案。
    This research investigates the advertisements of derivative products to see whether they violate the present law regulating tobacco products. According to Article 9 I (1) of Tobacco Hazards Control Law, it is forbidden to advertise tobacco products on TV and radio. However, tobacco producers use derivative products to promote cigarette on TV and radio. Two obvious examples are the advertisements of MILD SEVEN TIMES and DAVIDOFF COFFEE.This research finds that the MILD SEVEN TIMES advertisement lacks balance between its price and the costs of advertisement. The other advertisement DAVIDOFF COFFEE shares the same result. This research also finds that two advertisements belong to the so-called ”evasive advertisements”. In other words, it is an evasive act aiming at evading the Tobacco Hazards Control Law. This research also discusses the ways to deal with these evasive advertisements.
    關聯: 新聞學研究, 72, 147-172
    資料類型: article
    顯示於類別:[新聞學研究 TSSCI] 期刊論文

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